The personal values of the participants and the values of the network

The object of this research was a shopping center that brings together companies that provide services for wedding parties. The research aimed to analyze the process of formation and development of the network's values, establishing as a research problem the question: what are the personal values adopted by the owners of the companies participating in the bridal mall and what are those adopted by the business network? The research was exploratory in nature, and semi-structured interviews were carried out with ten of the shopping center's business owners, as well as two interviews with the network's manager. The values identified as important from the network's point of view are: Proactive attitude, Participation/collaboration, Business management capacity and Transparency. The values brought up by the entrepreneurs were obtained based on the Higher Order Values proposed by Schwartz (1992 and 2005), in their bipolar dimensions Self-transcendence - Self-promotion, Openness to change - Conservation, and also based on the value perspectives proposed by Rocha and Silveira (2016) - Product, Personal/Social and Collaborative. An essential topic for professionals looking to increase their competitiveness in networks.